Naver Home Trend Report — 2026-07-07
This summer, travel trends are shifting. Thanks to the Constitution Day holiday, lodging bookings have spiked by 68% as travelers ditch day trips for longer stays. Meanwhile, Ganjang-gejang has been crowned the world's best crab dish, boosting K-Food's global profile.
Naver Home Popular Blog Trend Report — 2026-07-07
Popular Blog Content by Category
Domestic Travel and Lodging
-
Summer Peak Travel & Leisure Trends — Data from NolUniverse for July-August shows a 68% surge in summer lodging bookings due to the reinstatement of the Constitution Day holiday after 18 years, with searches for "Constitution Day" exploding by 476%.
-
From Day Trips to Overnight Stays — Domestic travel is shifting from quick day trips to immersive stays, leading to increased demand for hotels and resorts, along with higher spending on food and local activities.
-
New Direction for Vacation Planning — Office workers are increasingly choosing trips that prioritize deep rest and psychological recovery over packed itineraries and visiting as many landmarks as possible.
-
Rise of Solo Travel and New Destinations — One in four Koreans is planning a solo trip, with the East Sea and Jakarta emerging as top trending destinations.
-
Summer Vacation Search Patterns — 46.2% of people opted for domestic travel this summer, with search portals like Naver and Google being the most popular tools for planning.
Mukbang and K-Food Trends
- Ganjang-gejang Named World's Best Crab Dish — The global food magazine TasteAtlas selected Korea's Ganjang-gejang as the world's top crab dish, with popularity surging among foreign tourists thanks to Hallyu and mukbang content.
- K-Gourmet Experiences and Chef Collaborations — The dining industry is focusing on "gastronomic marketing" by partnering with famous domestic and international chefs to offer K-Chicken experience programs and exclusive collaboration menus.
Detailed Trends and Highlights
Mukbang/Dining
- Global Status of Ganjang-gejang: Interest from foreign tourists is growing rapidly following the TasteAtlas selection.
- Popularity of K-Gourmet Experiences: Chef collaborations and K-Chicken experiences are becoming key differentiation strategies for restaurants.
- Search Trends for Food Pricing: Travelers are showing high interest in price information, from street food snacks to fine dining.
Tech
- AI-Driven Kitchen Innovation: Chefs are increasingly delegating repetitive tasks to AI to focus on developing new menus.
- Logistics for Creator Food Brands: Fulix has partnered with Hanjin to integrate its "Wonstar" logistics service, specialized in live commerce and group buying, into its platform.
- Global Expansion of AI Startups: The Delegation of German Industry and Commerce in Korea is hosting the "Pitching Challenge 2026" to support K-AI startups entering the European market.
Domestic Travel
- Constitution Day Holiday Boost: The holiday's return has maximized peak season, driving a 68% increase in bookings.
- Paradigm Shift to Longer Stays: Travel consumption patterns are changing fundamentally, with more spending on lodging, food, and activities.
- Focus on Rest and Recovery: A trend where travelers prioritize rejuvenation over busy schedules is spreading among employees.
Cooking/Recipes
- 2026 Global Travel Experiences: New forms of gastronomic travel, including museums, aurora cruises, and grocery shopping, are gaining attention.
- Cooking Shows and Cultural Empathy: Cooking programs are quickly adapting to changing times and building consensus through the universal language of food.
- AI in the Restaurant Industry: The use of generative AI for creating brand content and short-form videos is on the rise.
Daily Trend Analysis
The 2026 summer lifestyle and travel trends can be summarized in three ways: 'Prioritizing rest and recovery,' 'Shifting to immersive, long-stay travel,' and 'Strengthening the global status of K-Food.'
The 476% surge in Constitution Day searches and the 68% rise in lodging bookings suggest more than just a numbers game—it marks a fundamental shift in the travel values of professionals, moving away from "visiting many landmarks" to "achieving psychological recovery through deep rest."
At the same time, the travel ecosystem is becoming more sophisticated as domestic trips evolve into long-stay experiences, driving growth in the hotel/resort sector and expanding spending on local experiences.
In the K-Food sector, the recognition of Ganjang-gejang by TasteAtlas, combined with chef collaborations and gourmet programs, highlights the rapidly rising global influence of Korean cuisine powered by Hallyu and digital media.
Furthermore, with AI helping chefs focus on creativity and new logistics services supporting creator-led food brands, a robust ecosystem is taking shape. These changes show that summer 2026 is more than just a vacation season—it is a period where digital technology and wellness values are coming together to redefine our lifestyle.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
Powered by
